Internal Marketing - Couverture souple

Kimura, Tatsuya

Couverture souple

ISBN 10 : 0367350653 ISBN 13 : 9780367350659

Editeur : Routledge, 2019

Synopsis

Establishing, developing, or promoting a brand or product in a market stems from aligning of divisions within an organization, with the perspective of providing value to customers - an idea which is known as internal marketing. Unlike external marketing, internal marketing ensures that organizational divisions are aligned in the marketing strategies, so that the resultant external marketing is effective and not impeded by internal shortcomings.

This book provides a comprehensive review of internal marketing research and illustrates the role of internal marketing in enhancing the capabilities of a company's internal resources. Putting forward a guiding principle for business practices by considering such questions from a multilateral perspective, this book is a must-read for practitioners and academics alike.

A propos du livre

À propos de l?auteur

Tatsuya Kimura is Professor at the Graduate School of Business and Finance, Waseda University, Japan.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2019
• Langue: anglais
• ISBN 10: 0367350653
• ISBN 13: 9780367350659
• Reliure: Broché
• Nombre de pages: 244
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible